The
stretch of shops and boutiques on Rodeo Drive is only three
blocks long. It begins at Wilshire Boulevard on the south, and runs north
to Santa Monica Boulevard, where the commercial section of the street gives
way to an affluent residential neighborhood. But those three short blocks
constitute the most famous shopping district in America, and probably the
most expensive three blocks of shops in the world.

It
is here that the rich & famous do their shopping, and where tourists
window-shop while trying to spot movie stars on the fabled street.

In fact, Rodeo Drive is home
to the single most expensive store in the world: Bijan (at 420 Rodeo
Drive). You must make an appointment in advance just to shop at Bijan
(which was named after its Iranian owner). On a typical visit, Bijan's
average customer spends in the neighborhood of $100,000 on men's fashions,
which range from a $50 pair of socks to $15,000 suits.

The
most handsome - and ostentatious - part of Rodeo Drive (and the portion
that most resembles what tourists expect to find here) is actually the
newest addition to the famed boulevard. If you listen closely to
a scene in the movie "Pretty Woman," you will hear a line
that says: "Via Rodeo is the first new street built in Beverly
Hills in 75 years."

Located at the northeast corner
of Wilshire & Rodeo, the "Two Rodeo" center creates
the illusion of two small, parallel streets, cleverly designed so that
they both appear to be at ground level. Built at a cost of over $200 million,
Two Rodeo attempts to re-create a romantic version of an old European avenue.
In practice, though, this gleaming new addition most resembles a movie
set, or perhaps a Disneyland pastiche such as New Orleans Square.

But it's still a winner in
its own right. The short, curving street is paved with Old World cobblestones,
and features two & three story facades, with a unique blend of classic
architectural styles. There are romantic archways, bubbling fountains,
an Italianate piazza, and charming balconies. The faux street is lined
with black, wrought-iron street lamps and polished brass fixtures; ornate
planters are filled with colorful flowers & trees.

Essentially a small outdoor
mall, "Two Rodeo" manages to create the illusion of freestanding
storefronts, variously faced with brick, stone and marble. There is a sidewalk
café, two pricey restaurants, and tenants such as Tiffany, Cartier,
Charles Jourdan, Valentino, Christian Dior, and Jose Eber. The
center even offers free, two-hour valet parking in its posh underground
garage. And it is here now, next to the Spanish steps and sparkling fountains
of "Two Rodeo," that most tourists pose for the pictures
of Rodeo Drive that they will take home to show their friends.

But it's not just tourists.
Hollywood.com reports spotting a happy Leonardo DiCaprio
shopping there at Christmas time, wearing a baseball cap, sunglasses, goatee,
longer hair and carrying a large Tiffany & Co. shopping bag. Other
stars they spotted in the same season included Britney
Spears, Calista Flockhart,
Warren Beatty,
Val Kilmer,
Danny DeVito,
Don Johnson,
Rod Stewart
and Gregory Peck.

Yet beyond "Two Rodeo,"
most of fabled Rodeo Drive is surprisingly humble in appearance. Trees
line both sides of the avenue, as well as the center divider (which is
always planted with colorful flowers, rotated to match the current season).
Most of the small shops do not appear extraordinary - at least not from
the outside; inside, though, many of the shops are opulent.

The
street looks better at night than during the day. This is especially true
at Christmas time, when the Yuletide displays in the shop windows take
on a particularly lovely glow in the evenings, and twinkle-lights adorn
the many trees. During the holiday season, the street's center divider
is planted with banks of bright red poinsettia flowers, and the trees all
along Rodeo are tied with matching red ribbons. Some of the stores, such
as Louis Vuitton, really outdo themselves with delightful Christmas
decor. Even the huge Beverly Wilshire Hotel is enveloped in sparkling lights,
like some jewel- encrusted bookend at the Drive's southern boundary.

So, if you are planning a visit
to Rodeo Drive, I would suggest that you make it an evening trip, preferably
in December. If you prefer the daytime, come on a weekday; do not
come on a Sunday. Most of the shops on Rodeo Drive close on Sunday, and
the usual crowd of sophisticated shoppers is replaced by hordes of tourists
gawking in the windows of the shuttered stores.

Each
Fathers Day (the third Sunday in June), there is "Concours on Rodeo,"
a vintage car show held on Rodeo Drive, which is free to the public. The
famous street is closed to traffic and is carpeted for the event, which
features 75 dazzling classic and vintage automobiles. There is live
musical entertainment;even a few celebrities drop by. And as you might
expect, Rodeo Drive is a very nice setting for a car show. Car enthusiasts
Jay Leno
and Tim Allen
often enter a car in the show, as do other celebs.

Here are a few of the notable
stores to be found on Rodeo Drive, and their street numbers (in parenthesis),
beginning at the south end of the street and working northward.

The even-numbered addresses
are found on the east side of the Rodeo Drive, the odd-numbered
addresses are on the west side of the street:

At 421 Rodeo is "The
Rodeo Collection" (between Brighton Way and Little Santa Monica
Blvd.). Despite its small size, it is said to be the most expensive shopping
center on earth. But it doesn't really look like it.

An outdoor center, its walkways
and pillars are made of gleaming white marble, its brick walls are draped
in ivy, and its polished brass railings overlook a sunken atrium courtyard
topped by two glass pyramid skylights. There are five terraced levels of
shops here: three below street-level and two above.

The
30+ tenants of The Rodeo Collection include interior design stores,
jewelry shops, a pottery shop, and assorted boutiques such as Nina Ricci,
Gianni Versace, and Gucci. A glass elevator descends into the
open courtyard, where diners sit on a sunny brick patio, surrounded by
white latticework, trees, flowers, and a small waterfall. On the ground
floor is the new restaurant De Mori, an upscale, Italian restauran
serving lunch & dinner. The center was featured extensively in
the 1984 Brian De Palma
thriller, "Body Double." (Don't bother to visit on
a Sunday; you'll find most of the center closed and deserted - except for
Reata.)

Speaking of film locations,
did you ever wonder what store Julia Roberts
was snubbed in, in "Pretty Woman"? Well, it was a
woman's clothing store named Boulmiche, located just a few steps
west of Rodeo, at 9501 Santa Monica Blvd.

And speaking of snubs, a 2000
report by E!Onlne was that actress Jennifer
Love Hewitt was almost shown the door at Valentino
(due to her casual dress that day), before they realized who they were
dealing with.

And, of course, the hotel she
& Richard Gere stayed at in that movie was the Beverly
Wilshire Hotel, at the south end of Rodeo.

There are surprisingly few
restaurants on Rodeo Drive (outside of those at the "Two Rodeo"
center). The most conspicuous restaurant, Cafe Rodeo (at 360 Rodeo),
offers a nice patio area in the back, as well as sidewalk dining out front,
an ideal spot from which to watch the passing parade at lunch time. (After
shopping, people-watching is the main sport on Rodeo Drive.) But
be warned: the food at Cafe Rodeo is neither inexpensive nor particularly
tasty.

Upstairs at "Two Rodeo"
is The Fish House, McCormick & Schmick's new seafood restaurant,
which features a great selection of seafood, along with the polished-wood
ambiance of a gentleman's club.

As you might well expect, the
most expensive restaurant in Southern California was located on Rodeo Drive.
Ginza Sushi-Ko was located on the top floor of the Two Rodeo complex,
right above McCormick & Schmick's. But when Ginza moved to NYC,
it was replaced by Urasawa restaurant, a Michelin two-star restaurant
offering such unique items as shabu-shabu prepared with foie gras &
scallop.

Just off Rodeo, on the
surrounding streets of the "Golden Triangle," are a number of
other notable restaurants.

To the east is Canon Drive,
where you'll find the legendary Spago Beverly
Hills, Mastro's Steakhouse (where Tom Cruise & Katie Holmes
dropped $10,000 for for a private dinner prior to their marriage), as well
as Mulberry Street Pizza.

On Beverly Drive, you'll
find Nate & Al's (a small,
informal deli where Doris Day was a regular at breakfast), Il Fornaio
(a popular Italian trattoria), plus the Museum
of Television & Radio (now known as the Paley Centerfor Media).

While you're visiting, you
might want to ride the Beverly Hills Trolley.
Operated by the city of Beverly Hills,
this charming little tram offers a 30-minute tour of Beverly Hills,
complete with professional tour guides who show visitors the city's posh
downtown area and luxury neighborhoods. There is a $2.00 service charge
per person (kids under 12 are free). Tours start at the corner of Rodeo
Drive and Payton Way, and run once per hour, beginning at 10:30 AM.
The last tour is at 5:30 PM (4:30 PM in winter). But bear in mind that
the trolley only runs during "tourist season." It operates Tuesday
through Saturday during the summer (July 1 through Labor Day) and during
the winter holidays (after Thanksgiving through New Year's Eve). For more
information, phone (800) 345-2210.

(Oh yes... by now it should
go without saying that Rodeo Drive is pronounced "Ro-day-o,"
not "Ro-dee-o.")

One
final note: after your visit, be sure to drive north up Rodeo Drive,
to its residential section, between Santa Monica Boulevard and Sunset Boulevard.
Here, on this lovely, tree-shaded lane, you'll find the longtime home of
movie star Gene Kelly(where he died in 1996) at 725 Rodeo Drive.

Other celebs who lived on north
Rodeo include Jackie Cooper (804),
Carl Reiner
(714), George Murphy
(807) and Gene Hersholt
(602). (And you'll find a rather eccentric bit of modern residential architecture
at 507 Rodeo.)

At the far north end of Rodeo
Drive, you'll find yourself at Sunset Blvd., and the Beverly
Hills Hotel.

Parking:
Some street parking is available, but Rodeo Drive is always crowded and
most days parking spaces are hard to come by. There is a major municipal
parking garage just off Rodeo Drive itself (west of the street), on Brighton
Way. This Brighton underground garage offers two hours of free parking.
There are two other (free) city parking structures at the corner of Rodeo
Drive and Santa Monica Boulevard. There are also outdoor parking lots located
on the streets around Rodeo; most charge a fee, some are free on Sunday.

Perhaps your best bet is the
free valet parking available beneath the new Two Rodeo
center. Not many people know about this posh underground garage, which
is open to the public, and which offers two hours of free parking in
the glitziest new section of Rodeo Drive. Heading north up Rodeo, just
make a right (east) turn on Dayton Way, then turn right again into the
driveway leading down to the underground parking garage beneath Two Rodeo.
A valet will park your car for you. (Be sure to hang onto the parking stub
he gives you.) Then just ride the polished brass elevator up to street
level. If you stay for two hours or less, the parking is free. After two
hours, it costs $4 and up. Paid valet parking is also available at the
Rodeo Collection, Cafe Rodeo, and other locales along Rodeo Drive.

Getting
there: The
famed Rodeo Drive shopping district lies to the north of Wilshire Boulevard,
and to the south of Santa Monica Boulevard, in the heart of Beverly Hills.
/ Take the San Diego (405) Freeway to the Wilshire Boulevard exit.
Go east on Wilshire (about three miles) to Beverly Hills, turn left (north)
at Rodeo Drive (just a few streets past Santa Monica Boulevard). / Alternatively,
from Hollywood & Vine: go south two blocks on Vine Street to
Sunset Boulevard. Turn right (west) on Sunset. Follow Sunset Boulevard
(west) about five and a half miles, into Beverly Hills. Turn left (south)
onto Rodeo Drive (just after you pass the Beverly Hills Hotel), and drive
through the beautiful residential section of Rodeo Drive, until you come
to the shopping district.

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described in the article above, and does not constitute an
endorsement of this or any other business. The photos of celebrities on
this page also do not constitute
endorsements by them of any kind, and are used by the author solely to
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